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Stock search

Editor's note: Google isn't the only way for
your business to be discovered online. This is the fourth in a
five-part series looking at alternate sources for search.

In today's corporate world, you aren't somebody until you can be
found on professional networking site
LinkedIn. But as more individuals and businesses add their
profiles, it's becoming more challenging to turn up in
searches.

What most LinkedIn users aren't aware of is that the results
displayed for these searches aren't random. LinkedIn uses an
internal set of algorithms to prioritize certain profiles over
others, giving the businesses and individuals who have optimized
their accounts correctly a leg up in using the service to find
jobs, clients and more.

If you're using LinkedIn for any of these purposes, getting a
strong ranking in its internal search results should be a top
priority. Here's how to do it:

Fill out your profile completely: One of the
most important ways to improve your position in LinkedIn's search
results is to fill out your profile completely. Not only does
this give LinkedIn additional opportunities to identify
search-related keywords in your profile, but the company is also
more likely to rank completed profiles over partially finished
ones.

If you aren't sure if you've filled out your profile completely,
LinkedIn provides a helpful tracker in each profile that shows
both the percentage of fields completed and any specific areas
that still need information.

Include relevant search keywords in profile
areas: As you're completing your profile, include the
keywords for which you'd like your name to appear in LinkedIn's
internal search results.

Keywords you target in your LinkedIn profile shouldn't be the
same long-tail search engine optimization phrases you target on
your website. Instead, the keywords in your profile should be
those that a potential client or employer would probably enter
into the LinkedIn search bar.

For example, on your website, you might target the long-tail
keyword phrase, "best Raleigh NC accounting practice." But the
odds are small that a potential client or employer will enter
this exact phrase into the LinkedIn search feature. Instead,
they're likely to search for phrases like "accountant" or
"accountant NC." So in optimizing your LinkedIn profile, try to
think like your target clients or employers and focus on the
keywords you believe they would search for.

Expand the size of your network: In addition to
considering the different keywords it finds in your profile,
LinkedIn also looks at the size of your network. In particular,
LinkedIn prefers to display results that have at least some
connection with the search user -- even if these connections are
only second or third level, rather than first level direct
relationships.

As a result, you will probably improve your LinkedIn profile's
visibility in the search results by expanding your network.
First, make it a point to connect with your past coworkers,
managers, clients and other contacts. Once you've completed this
step, you can try to further improve your LinkedIn search
presence by reaching out to new contacts, especially people who
share your professional interests and qualifications.

Participate in LinkedIn Groups: Participation in
LinkedIn Groups can be as powerful a ranking signal as the size
of your personal and professional network. So if you aren't
having much luck connecting with new contacts, you can join
groups to boost your overall level of profile activity.

To find groups to join, you can search LinkedIn using your
industry's keywords, as well as see which groups the members of
your network participate in. Once you become part of a group, do
your best to contribute in a positive and professional way.
Simply joining a group isn't as beneficial to your search ranking
as actively engaging with it.